Public Relations Execution Campaign Strategy

Transcript:Public Relations Execution Campaign Strategy:
Public Relations Execution Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Timing – When to market the product/service? Geography – Where to concentrate your efforts? Positioning – What’s your place relative to competition? Brand personality – Human characteristics of your brand? Competitive Advantage – What differentiate your brand? and ++++++++ Then do the Creative Brief Public Relations Plan Review public opinion and press coverage Statement of public relations strategy What issues are important to your publics? How will you manage opinion on these issues? Media relations and placement strategy Target vehicle selection - Who?, What?, How? Product placement - Where? When? Why? Discussion of public relations tactics Publicity Programs, Staged Events, PR Ads Discussion of promotional activities Contests and Incentives Traditional PR Tools House Ads In-House Publications Public Service Announcements (PSAs) Corporate Advertising Speakers, Photographs, Films Displays, Exhibits, Staged Events The Press Release Primary tool used to deliver messages to editors, producers, and reporters Produced by company, used by press Must be tailored to medium, written well, and, generally, tight and simple Print news release, Video news release Print Press Release News Values Conflict Impact Novelty Distance Eminence Recency CINDER - The spark but not the fire Role of the Reporter Reporter just needs to write the story Have to think about how they will see you press release - what is the peg and hook The Peg, this is what makes it news The Hook, this is what makes it interesting They may decide not to write about you, write something you don’t want, or write something tangential to your goals Press Release Format Double Spaced on 8.5” by 11” Provide name, address, & phone number Release date, typically no embargoes Margins should be 1.5” Length – short paragraphs Slug lines – “more” / “###” at the bottom Include a headline and cutlines Timing – be sensitive to editorial deadlines Press Release Style Be fair and try to be objective Use quotes AP Style Inverted pyramid Do not misspell Proofread Media/Press Kits Structures a successful press conference Normally in folder form - easy access Provides important background info Given before or at press conference News release Backgrounder Biography Photographs Fact Sheets Q & A sheets Media Kits Make sure information is accurate and answers most fundamental questions Sufficient background information to allow editor to select a story angle Not too commercial. Balance